Product News | October 11, 2021

How Convergencia Digital Signage makes premium digital signage more affordable and convenient

Shows examples of screens operated with help from

Too often, new businesses in the digital out-of-home space have to compromise on their vision. They want to adopt the latest technologies and deliver an innovative and memorable experience for their audiences, but they don’t have the money to invest in the software that will let them do so. They may be forced to choose a lesser platform, deploy a less exciting product, and hope that they can someday build the network they dream of.

In Latin America, there’s a better option available to newcomers to the DOOH space. By collaborating with Convergencia Digital Signage, a digital signage integrator in the region, it’s possible to build a DOOH network that makes use of the most advanced technology currently available. This, at a cost that is far less than it would be to build this kind of network alone.

Partner details

Convergencia Digital Signage
convergenciads.com
Region: Latin America
Language of service: Spanish

Services

Digital signage network management
Spanish-language technical support
Spanish-language content creation

The cost advantage with Convergencia Digital Signage

With digital signage, you’ll often get the best value from software when managing networks of larger scale. For newcomers to the space, unfortunately, it isn’t always easy to achieve this scale right away.

This is where Convergencia can provide a lot of value. Because the company manages many screens across Latin America, it is able to add new displays to its network for relatively little cost. It passes these savings on to customers who choose to have Convergencia run their networks, allowing them to start out with relatively few screens that run on premium software they otherwise may not be able to afford.

Technical experts close to home

Convergencia also has a lot to offer to LATAM businesses that run their own networks. Many of the top choices for digital signage software are based in other regions, and may not be able to offer customer support in Spanish to the degree that some businesses may require.

Thanks to its experience in the industry and a team that includes a variety of technical experts, Convergencia can help digital signage businesses build their networks, harness the full capabilities of their chosen digital signage software, and perform maintenance and troubleshooting when necessary.

In-house technical experts at Convergencia can help build and manage world-class DOOH networks

Quality content for quality networks

Yet another service offered by Convergencia is content creation, something essential to the success of any good digital signage network. Convergencia works together with brands and network operators on everything from advertising content to local messages to live updates for weather and other useful information.

Especially for those businesses just starting out in the digital signage space, content can be a time-consuming and tricky thing to get right. Working together with Convergencia can help ensure that you fuel your business with the best content to maximise a return on your investment.

Featured project: The Medellin Metro digital signage network

A recently launched digital signage network in the Medellin Metro system in Colombia is a standout example of the difference Convergencia makes. The network owner, iCo Medios, brought in Convergencia to help with building out the network from a technical standpoint, provide Spanish-language training and support for its team, and to create content for the network on an ongoing basis.

This network is the largest transit DOOH network in Colombia, and is set to expand further over the coming months and years.

Read more about the project in our spotlight on iCo Medios

Working with Broadsign & Convergencia

For Latin American companies that are new to out-of-home or who are looking to give their business an upgrade, partnering with Broadsign and the Convergencia team is an ideal arrangement.

Broadsign’s top-class software for OOH will provide your business with automated content management, intelligent sales capabilities, and the ability to scale your business as quickly and efficiently as you want. Convergencia, meanwhile, can help speed up your adoption of Broadsign, as well as cut licensing costs, deliver Spanish-language training and support, and assist with creating and distributing premium content.

It doesn’t matter what size your business is or how much experience you have in OOH. With Broadsign and Convergencia, you can flip the switch on a world-class DOOH business more quickly and for less money than starting out alone.

Want to see our software in action?
Request your personalized Broadsign demo today!

Product News | October 11, 2021

How to boost your back-to-school campaigns with OOH advertising

Back-to-school season isn’t just about new notebooks and sneakers—it’s one of the biggest retail moments of the year. In fact, next to Black Friday, it’s the second-busiest shopping event, with sales expected to reach $84.5 billion in 2025. It’s a key moment for brands to drive both in-store and online traffic.

According to the National Retail Federation, 67% of back-to-school shoppers had already started shopping by early July, up from 55% last year and the highest early start since the NRF began tracking it in 2018. The early start is partly driven by economic concerns: 51% of families say they’re shopping earlier this year to avoid potential price increases due to tariffs or inflation.

With shoppers active early but still open to influence, this season presents a key opportunity for advertisers to stay top of mind throughout the entire purchase journey. DOOH advertising helps brands do just that—reaching shoppers in real time with contextually relevant messages near retail locations, on transit routes, and in everyday environments where purchase decisions happen.

With families actively hunting for value and wrapping up their shopping lists, DOOH offers a smart, scalable way to connect with them. Here’s how to maximize your back-to-school campaigns this season.

Strategies for effective back-to-school OOH advertising

Targeted ad placements

Location matters—and when it comes to driving real-world action, proximity pays off. According to the OAAA, 30% of consumers have recently noticed OOH ads providing directions to a business. Of those, 51% visited the business, and 93% made a purchase, highlighting the power of timely, well-placed messaging to convert attention into action.

With 62% of back-to-school shoppers planning to visit two or more physical stores this season, strategic DOOH placements offer a direct way to influence purchase decisions in real time. By meeting consumers where they live, move, and shop—on commutes, in stores, and during everyday errands—advertisers can stay top of mind throughout the entire path to purchase.

Urban panels and transit stations reach students, teachers, and parents as they navigate city streets or commute to school and work—making them ideal for building awareness early in the shopping cycle.
In-mall screens and big-box retail placements reach consumers at the point of decision, when new clothes, school supplies, and electronics are already top of mind. These locations offer both high dwell time and strong purchase intent.
Grocery stores and pharmacies are high-frequency stops for families throughout the season. Placing DOOH ads in these environments helps reinforce messaging around snacks, lunch prep, personal care, and other everyday essentials.
Near college campuses, DOOH campaigns can engage students and educators gearing up for the semester, with messaging focused on dorm furnishings, laptops, and classroom supplies.

Tesco’s back-to-school campaign via Clear Channel UK.

Contextual, relevant messaging

Crafting timely and relevant messages for your OOH ads can significantly enhance their impact—especially as inflation continues to influence how households prioritize their spending. According to the National Retail Federation, nearly half of back-to-school shoppers are delaying purchases to wait for better deals, making context-aware messaging more valuable than ever.

DOOH ads tailored to contextual settings or time-specific discounts can help capture a shopper’s attention and inspire action—whether it’s a limited-time offer near a big-box store or a reminder to stock up on supplies during the afternoon commute. You can take that agility even further by incorporating dynamic creative, allowing your messaging to automatically adapt based on real-time conditions.

Thanks to continued advancements in programmatic digital out-of-home (pDOOH), triggering dynamic ads is easier than ever. Advertisers can activate creative based on factors like weather, traffic conditions, time of day, special offers, or even nearby events. In some cases, ads can even be triggered by inventory status, such as displaying promotional discounts when a store has an overstock of merchandise.

Timing is key—schedule ads during the moments your audience is most likely to engage, like morning and afternoon commute windows, weekend shopping rushes, or after-work errand hours, to ensure your message reaches consumers when it matters most.

H&M promotes the back-to-school season during commuting hours via JCDecaux.

Amplifying digital reach with OOH

OOH advertising is not just about physical presence; it can also drive digital engagement. According to data from The Harris Poll and OAAA, 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers to direct visits to advertiser websites and social media platforms.

Integrating QR codes or short URLs into OOH ads can encourage viewers to visit an online store or follow or engage with a brand on social media to access a promo code for B2S shopping. Social media contests or giveaways with a B2S theme promoted on OOH creative can further drive engagement and increase a brand’s following.

Interested in getting started with DOOH this back-to-school shopping season?

The back-to-school season is a prime time for brands to connect with consumers and boost sales. Incorporating OOH into your marketing strategy is a strategic way to reach parents, students, and teachers where they’re at, increasing brand awareness and prompting them to take action.

Explore curated audiences in our Retail package here!